Theatrical rereleases of famed Japanese animation Studio Ghibli play across American cinemas in a sprawling annual festival, representing one of the few “brands” in motion pictures. Ghibli’s films have a cult-like following globally topped by “Spirited Away” that grossed a blockbuster $357 million in cinemas worldwide and won the 2002 Oscar for best animated feature. What is … [Read more...] about Studio Ghibli Film Festival Flexes ‘Brand’
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Netflix Embraces Cinema-Style Merchandise
Netflix is a video streamer not particularly interested in cinema release of its original films, but embraces a theatrical-style approach to licensed merchandise. For its biographical drama “Maestro,” Netflix offers a 288-page, photo-driven coffee-table book about the Making Of the streaming film about conductor Leonard Bernstein. The book “Maestro” provides a … [Read more...] about Netflix Embraces Cinema-Style Merchandise
Marvel Film Universe Gets Too Inbred
Once considered a strength, the Marvel Cinematic Universe that interconnects movies and comic books has become a drag. New theatrical film “The Marvels” generated a disappointing $47 million over the Nov. 10-12 premiere weekend, the lowest of any big-budget movie in the modern era of adapting Marvel comic books to cinema screens. And stumbles have become a trend in which three … [Read more...] about Marvel Film Universe Gets Too Inbred
Struggling Parks’ Hopes Ride With Horror
Halloween haunted-houses and rides that pop up in big theme parks take additional urgency after a soft summer season, resulting in more park adaptations of horror and suspense films for seasonal attractions. Universal Studios parks in Orlando and Los Angeles are particularly prolific with their autumn Universal Halloween Horror Nights franchise, and announced creation of a … [Read more...] about Struggling Parks’ Hopes Ride With Horror
‘Haunting in Venice’ Downplays Pedigree, Hypes Horror
“A Haunting in Venice” is based on an Agatha Christie mystery novel, but the theatrical film adaptation was marketed as a horror film, ignoring its best-selling author pedigree. What gives? It seems Walt Disney Studios decided that moviegoers are not moved by literary acclaim, but horror sells at the boxoffice. Christie, who died in 1976, did not get noticeably … [Read more...] about ‘Haunting in Venice’ Downplays Pedigree, Hypes Horror
Ken Makes ‘Barbie’ Sizzle
“Barbie” walked a marketing tightrope with Job No. 1 being to satisfy the core girl audience of the toy line while at the same time pushing different messages to adult demographics. To go wider, the breezy Ken character delivered dry humor, a police mug-shot photo of the Barbie character showed her being busted (Ken too), and other out-of-character self-parody was introduced … [Read more...] about Ken Makes ‘Barbie’ Sizzle
Barbie Frenzy: Movie Dolls, Pink Pinch
Pre-release mania for the “Barbie” live-action movie continues as it heads for theatrical premiere July 21. Mattel toys just unveiled a raft of products tied to the movie based on its iconic doll of a blonde beach-loving girl. And the production has allegedly consumed so much pink paint for its movie sets that there’s word of a supply pinch for the Barbie character’s … [Read more...] about Barbie Frenzy: Movie Dolls, Pink Pinch
Netflix Markets Titles, Less the Brand
Netflix is shifting its marketing focus to individual titles instead of its brand, finding a general messaging of value and breadth-of-content is no longer compelling, according to a New York Times article. The video streaming industry leader, with 230 million subscribers worldwide, finds subscribers restless and prone to canceling to jump to emerging competition from … [Read more...] about Netflix Markets Titles, Less the Brand
Searching for Catchy Movie Titles
Getting a movie title right is of growing importance as the entertainment landscape gets cluttered by mushrooming digital media, says a Variety story by Rebecca Rubin. When research screenings audiences didn’t warm to “Something’s Wrong With Rose,” the Variety story says, Paramount Pictures renamed its 2022 horror film “Smile." The scare flick went on to generate $107 in … [Read more...] about Searching for Catchy Movie Titles
Unofficially Yours: Some Oscars Glow
It’s Academy Awards season, and a raft of consumer-goods companies that are outside the inner circle of official sponsors are angling to snag some Oscar glow. The outsiders making a splash in awards season glitz include a fabrics maker revealing winner colors and video streaming program guide Clix (see featured image) with its own rankings of actresses. Allianz Global … [Read more...] about Unofficially Yours: Some Oscars Glow